Social Campaign Reveals What Nature Could Look Like Without Human Damage

04/11/18

Written By:

Catherine Ollinger

The World Wildlife Fund enhanced photos from nine travel influencers, removing trash or deforestation to drive home a point about the ravages of modernity

The World Wildlife Fund‘s #toolatergram Instagram hashtag took the opposite approach to raising awareness of environmental damage caused by humans by showing viewers digitally cleaned-up versions of polluted and cluttered locations. Using photos from nine popular travel influencers, the WWF repopulated deforested areas with greenery, removed trash from lakes, colored in faded coral reefs and eliminated construction equipment from scenes, rendering them idyllic once again and attracting viewers to appreciate the beauty of nature without humanity's damaging activities.

Only afterward did the WWF reveal the reality of the scenes, underlining the extent to which issues like pollution and climate change have already altered our environment. Made in partnership with ad agency TBWA Paris, this unconventional approach to raising awareness relied on emphasizing that the consequences of anthropogenic activity are already severely affecting the planet and beauty has already been lost, spurring people to address them now before it really is too late.

The World Wildlife Fund‘s #toolatergram Instagram hashtag took the opposite approach to raising awareness of environmental damage caused by humans by showing viewers digitally cleaned-up versions of polluted and cluttered locations. Using photos from nine popular travel influencers, the WWF repopulated deforested areas with greenery, removed trash from lakes, colored in faded coral reefs and eliminated construction equipment from scenes, rendering them idyllic once again and attracting viewers to appreciate the beauty of nature without humanity's damaging activities.

In this show, PSFK researchers uncover the values, needs and behaviors of Gen Z consumers as well as offer actionable strategies for brands and retailers to best engage with this unique, purpose-driven cohort